Shredded Names from Outdoor Brands

Naming is hard—and if you don’t know how to evaluate a name, it can also be extremely subjective. That’s how global sports marketers can end up with product names like Arakys, Rarig, Alligare and Repko. (See “Why Your North Face Jacket is Called a...

Renaming Helps Open the Door to Success

In 2013, entrepreneur Jamie Siminoff  pitched his idea for a smart doorbell to Shark Tank as the “DoorBot.” The one shark who showed any interest made a low-ball offer that Siminoff rejected. Today, Amazon announced that it had purchased the company —...